NPD has revealed that Pikmi Pops is the number one new toy brand in the UK for March, following its launch earlier this year.
The sweet-scented plushies come packaged within a lollipop vessel, capitalising on the unboxing trend that has been spurred on by the popularity of YouTube stars.
The line is distributed by GP Flair in the UK, and licensed by Bulldog, bringing together the team of partners that made Shopkins a breakthrough success in the girl's sector.
“For Pikmi Pops to race up to the top spot within just a few months of launch is simply astonishing,” says Bulldog Licensing director Vicky Hill.
“It underlines the huge licensing potential of a brand that already has massive appeal and awareness. Bulldog has been the home of the biggest licensing success stories to emanate from the collectables world from Gogo’s Crazy Bones to Shopkins – now Pikmi Pops looks set to join a string of hits.”
Each Pikmi Pop has a host of surprises inside, including one of 45 scented mini-plushies, dangler strings, cute accessories, messages and more. Pikmi Pops have become a big hit with their target market of girls aged 5 to 9, who love the quirky characters and the element of surprise when they unwrap each vessel. They also love the sweet scents, which include blueberry, peppermint, bubble-gum and chocolate.